What’s Next: Just What is Branding, Really?

Personal branding is all the rage, and we all know companies have a “brand.” But what does branding really mean? And what do you need to know to make sure you’re doing what you should be doing for your brand?

Branding Is…

According to About.com, The American Marketing Association defines brand as a “name, term, sign, symbol or design,” or some combination that is intended to identify and differentiate on seller (or group) from those of other sellers.

An article on MarketingProfs states that a brand is “more than your name, logo, and tagline,” it’s also “what you promise them and what they expect of you. Your brand helps people understand how you fit in the landscape of competitive alternatives, and informs decisions.”

So, it appears that branding is the look, feel, and implied promises, including what makes you (your company) unique. We often confuse a brand image with branding. It’s true that powerful branding combined with a great image, over time, becomes highly effective as a branding message. For instance, when you see this image:

you know exactly what to expect.

The next question is, what do you need to consider to bring your company (or personal) branding to life?